WINS
Does music really help you fall asleep – and can a mattress brand create a music experience that gets Rolling Stone magazine to write about them?
That was the challenge we set out to solve with Emma – The Sleep Company.
Emma wanted to evolve from being a functional sleep brand to becoming a cultural force, using music to authentically connect with people's daily lives. Sleep music was booming on streaming platforms, making it the perfect moment to create a new kind of brand experience: one that would improve sleep, enhance brand relevance, and generate organic media reach.
Starting with scientific research, we analyzed over 10,000 songs via Spotify's API to decode what makes music truly sleep-inducing. Based on these insights, we curated genre-specific playlists (Rock, Hip-hop, Pop, Schlager) and developed a unique "sleep core" formula.
Building on this, we composed and produced a fully original sleep album in our Hamburg studio — designed from scratch to encourage relaxation and sleep.
To bring the concept to life, we hosted the world’s first sleep concert in real beds at the legendary Meistersaal in Berlin, known as the "German Abbey Road". The concert featured the Kaiser Quartett and electronic artist Rosbeh performing an extended live version of the album, helping 40 journalists fall asleep on site.
The album became a real product, available on Spotify and other DSPs — helping listeners sleep better while reinforcing Emma's brand mission.
The project achieved massive PR success: over 10 million media impressions across 130+ clippings, including Rolling Stone, Bild, and Yahoo.
The accompanying social media assets reached over 1.5 million impressions.
Emma became one of the first brands in Germany to have an official artist profile on Spotify, Apple Music, and even a dedicated sound page on TikTok.
Within just four weeks, the album had been streamed over 100,000 times, turning a mattress brand into a musical and cultural talking point.